Roborock leverages "trust" to cement its market share in Korea
Launch of the 2026 flagship "S10 MaxV Ultra"
Clears 8.8 cm dual thresholds and cleans 3 cm carpets
In response to criticism over suction units: "We use Pa labeling in all markets"
Chinese robot vacuum specialist Roborock has unveiled its 2026 flagship model with enhanced technology and security features. Having captured more than half of the annual market share just six years after entering the Korean market, Roborock is now accelerating its push to win over consumers by improving what had been seen as weak points: security and after-sales service (AS).
Roborock moves to defend its position in the Korean market
On the 26th, Roborock held a launch show at Cosiety in Seongdong-gu, Seoul, where it unveiled its new robot vacuum cleaner, the "S10 MaxV Ultra." Sales of the S10 MaxV Ultra will begin on the 27th. The new model features an upgraded mopping system and stronger suction power compared to the previous model, while also reinforcing security, which had been pointed out as a weakness.
Compared to its predecessor, the new product applies an edge-vibration area that is about 27% wider and pressure that is 1.75 times stronger, allowing it to adhere firmly to the floor with 4,000 vibrations per minute. The extended single mop offers better edge adherence than the previous multi-pad system, enabling thorough cleaning even in gaps and corners.
The suction power has been increased to 36,000 pascals (Pa), making it stronger than the previous model. In response to criticism that sticking to Pa rather than watts (W), the suction power indicator recommended by the government, causes confusion for consumers, Yoojeong Jang, Korea Marketing & PR Manager, said, "Our headquarters in China is aware of the labeling guidelines and fully understands the intent of the regulations," but added, "We use Pa labeling consistently across all global markets, including Korea. We are preparing internally, but at this point it is difficult to say when we will adopt W labeling."
In particular, the new product can climb thresholds up to 8.8 cm high (based on double thresholds), and for the first time in the industry, it can clean carpets with a thickness of 3 cm. The dock washes the mop with 100°C hot water, removing 99.9% of bacteria.
Cham Dan, Head of Marketing at Roborock Asia-Pacific, said, "A robot vacuum does not simply see the floor; it understands the floor," adding, "By intelligently recognizing more than 300 obstacles, it eliminates the small issues that steal customers' time."
Dan Cham, Head of Marketing, Roborock Asia Pacific, is introducing the new product 'S10 MaxV Ultra' at a launch show held at Kosaieoti in Seongdong-gu, Seoul on the 26th. Roborock
'Trust competition' in the robot vacuum market... "Technology only has meaning when it stands on trust"
Conscious of the personal data security concerns that emerged in Korea last year, Roborock stressed its thorough protection of personal information. As with its recent products, the S10 MaxV Ultra has received the highest "Diamond" rating in the Internet of Things (IoT) security assessment from global certification body UL Solutions.
Manager Jang said, "Technology only has meaning when it stands on trust," adding, "This is not just a slogan, but the starting point for how Roborock designs its products and services." She continued, "Especially in the Korean market, user security and personal data protection are not just differentiating factors, but basic requirements," and said, "We will create an environment where users can feel completely safe using our products."
Earlier, in January, Roborock opened a "Trust Center" on its official website and updated its security policy. At the Trust Center, users can find information on how data is transmitted and stored, whether encryption is applied, and the standards for server operation. The aim is to dispel concerns about personal data security and to eliminate sources of consumer anxiety.
"We must repay customers' choice through AS... On-site service to be introduced"
The company has also strengthened its after-sales service, which had long been cited as a chronic weakness. Starting in March, Roborock plans to gradually introduce "on-site visit AS," beginning with products that use direct drainage. It will also offer professional cleaning services for products through its directly operated service centers.
On the 26th, at Cosiety in Seongdong District, Seoul, Ho Sunny, Asia-Pacific Product Strategy Manager, is presenting at the '2026 Roborock New Product Launch Show.' Yonhap News
Manager Jang emphasized, "AS is more than just post-purchase handling; it is a promise to fully reward customers for choosing Roborock with confidence," adding, "We will reduce both the physical and psychological distance between us and our customers."
Roborock's share of the domestic robot vacuum cleaner market exceeded 50% last year. This is the result it has achieved six years after entering the Korean market in 2019. Manager Jang said, "We are deeply considering what Roborock's technology and products mean in users' daily lives and what kind of value they deliver," and added, "Our No. 1 position in the Korean market and No. 1 in consumer satisfaction prove that Roborock is being fully recognized."
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